Lifeblood appoints M&C Saatchi as creative behaviour change agency

M&C Saatchi Group - Australian Red Cross Lifeblood

Michael McEwan: “There are motivations to be found, myths to bust, and barriers to overcome to shift that positive change in behaviour.”

Australian Red Cross Lifeblood has appointed M&C Saatchi Group its creative behaviour change agency.

Lifeblood is funded by Australian governments to provide life-giving blood, plasma, transplantation, and biological products for health outcomes.

The agency will work with Lifeblood to help drive a deeper commitment to blood donation in Australia with one in three people needing blood or blood products in their lifetime.

Michael McEwan, CEO of M&C Saatchi, said: “We all rely on the kindness of strangers to become donors and save lives. Most people agree with the premise, but need help to act. There are motivations to be found, myths to bust and barriers to overcome to shift that positive change in behaviour.

“Attracting 100,000+ new biological donors each and every year is a well-defined mission and one that requires each of our specialist capabilities and the team at Lifeblood to rally behind. We have co-created a diverse team of talented and passionate people to achieve this mission.”

Jeremy Weiss, Australian Red Cross Lifeblood’s director of marketing, said: “Donors, new and existing, are our Lifeblood—without them, we can’t deliver the critical services that impact Australians’ health outcomes.”

“Throughout the process, M&C Saatchi demonstrated outstanding understanding of the necessary behaviour change; to build an emotional connection to our brand and inspire those to act. Their breadth of specialist capability, experience, and team model positions them to deliver effectively. In every session, we gained a great sense of their culture and values. We’re excited about the potential of our partnership and the positive impact we can achieve together”

Emma Robbins, M&C Saatchi’s executive creative director, said: “There is a beautiful simplicity and emotion at the heart of Lifeblood, and that’s ‘Life’. Working off that simple truth is a powerful starting point for our collective team. We are very much up for the challenge of helping fellow Australians experience the powerful emotion of becoming a donor. What a wonderful thing to be a part of.”

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